Digital Marketing 64d2i

Digital Marketing Course Code:

Course Credit:

Course Objectives The course aims to make students aware about the current state of Virtual world, emerging digital technologies and have an understanding on online value chain

Course Contents Module I Introduction: Overview of digital Marketing: Internet Basics: Internet, Intranet, Extranet, Portals, Web and Wireless. Concept of Markets in virtual world, Understanding Online Customer Behaviour, The Virtual Value Chain: Marketplace vs. Market space, Environmental factors impacting online activity. Module II The Internet Marketing Mix: Continuum of purely virtual to purely physical products- Product in the Internet Marketing Mix, Online product presentation building a virtual brand, Price in the Internet Marketing Mix: Importance of price competitiveness to e-Business, Online Distribution: logistical considerations, Online Promotion: reaching the e-consumer Module III E-CRM & Online Market Research: e-Customer Relationship Management: Concept of e-Loyalty, Relationship Capital, Internet strategies facilitating CRM, Virtual Communities: Building Partnerships through Community – -Generated Content, Blogs Module IV Emerging Trends in Digital Marketing: Search Engine Optimization, Marketing, Search engine Marketing, Email Marketing, Bluetooth Marketing, Online Marketing, Podcasting, Blog Marketing, Social Media Marketing, Buzz Marketing Module V Legal and Ethical Issues: Privacy and Security Concern, Electronic Payment System, Different types of payment modes, e-cash, echeck, e-money – E-Security, Global Issues in Digital Marketing Examination Scheme Components Weightage (%)

A 5

TP 5

Q/S 5

References • •

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e-Marketing: Strass, El-Ansary, Frost Digital Marketing for Dummies: Carter-Brooks-Catalano-Smith

A 5

ME 10

EE 70